MAYBELLINE, the iconic #1 selling makep brand was looking to update its image. Following the era of supermodels and glamour at Maybelline, the brand wanted to augment its relevance for a younger consumer. The campaigns leaned into representation, embracing a more diverse and inclusive approach to casting and storytelling. The product and its benefits, always at the core of the messaging was paired with more storytelling and entertainment value.
Color Sensational Ultimatte Lipstick Directed by Cass Bird
Color Sensational Ultimatte Lipstick
Lash Sensational Sky High Mascara ITZY Directed by RIGEND
Super Stay Vinyl Ink Nude Shock Liquid Lipstick Directed by Jennifer Massaux
Fit Me Foundation Directed by Jennifer Massaux
The Colossal Curl Bounce Mascara Directed by Tim Brown
Gigi Hadid in Falsies Surreal Mascara Directed by Gregory Ohrel
11/11 Play With Possibility featuring ITZY Directed by RIGEND
Press Play - Directed by Jasper Soloff
GiGi Hadid in nstant Age Rewind Perfector 4-in-1 Glow Makeup Directed by Hao Zeng
Gigi Hadid in National Lipstick Day Directed by Hao Zeng
Launch of Brand Ambassador Storm Reid Directed by Jannifer Massaux
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